Billboards are common fixtures in everyday life, towering alongside highways, streets, and bustling city centers. However, their existence is not as simple as it seems. The installation, design, and content of these large-scale advertisements are subject to a wide array of laws and regulations — many of which can be surprising.
This article examines some lesser-known laws governing billboard usage, providing insights that may alter your perspective on these promotions. Learn more about the signs you see every day, and how your local billboard advertising agency influences the road you drive.
1. A Ban on Billboards in Some States: “The Scenic Highway Act”
Typically, billboards are a ubiquitous presence on American streets and highways. But did you know there are states where they no longer exist? Alaska, Hawaii, Maine, and Vermont enacted a ban on billboards following the Scenic Highway Act of 1965, which encourages “the preservation and enhancement of the scenic beauty of the highway.”
This law is a testament to the timeless struggle between preserving natural scenic aesthetic and the booming advertising industry. Next time you drive through these states, look around and enjoy the unobstructed scenic views — billboard-free!
2. Billboard Advertising Agency Approvals
Have you ever considered the “how” behind your favorite billboard appearing overnight? The answer lies in the complex approval process. Billboard installations aren’t just simple and straightforward.
Local city or town ordinances, state laws, and sometimes even federal regulations can dictate everything from the billboard’s size and height to lighting and location. Thankfully, a billboard advertising agency will be adept at sorting out these intricacies, helping companies convey their messages to the world.
3. Specifics on Advertising Alcohol and Tobacco
Did you know that there are strict laws governing the advertising of certain products, such as alcohol and tobacco, on billboards? Both federal and state regulations stipulate where and how alcohol and tobacco products can be advertised.
For instance, in many states, liquor advertising on billboards is prohibited within 500 feet of a school or church. Similarly, the Family Smoking Prevention and Tobacco Control Act, passed in 2009, restricted cigarette advertising on billboards, including restricting the colors and fonts that can be used.
Interestingly, these laws are not merely randomly enforced penalties, but are rooted in concerns for social responsibility and public well-being. They aim to minimize exposure to harmful substances for impressionable audiences, such as children.
4. Rules Around Digital Billboards
With the age of digitization, no industry remains untouched, and billboard advertising is no exception. Digital billboards are the latest iteration, offering advertisers greater flexibility and creativity. However, where innovation occurs, new laws also emerge.
For instance, the Federal Highway Administration mandates that a digital billboard must have a “minimum display duration” — typically at least six seconds long. Further, at night, digital billboards must adhere to strict brightness regulations. These laws are in place to ensure that these flashier counterparts don’t become safety hazards for drivers.
5. Zoning Laws and Billboards
Have you ever wondered why you see numerous billboards along the highway but hardly any in residential areas? This is because of zoning laws. Zoning laws are regulations that dictate the use of land in certain areas, including where billboards can be installed.
Generally, billboards are permitted in commercial and industrial zones, but are rarely allowed in residential zones. The rationale behind this aims to minimize potential aesthetic concerns and maintain property values. The ubiquitous “not in my backyard” mentality can significantly affect these zoning restrictions!
Billboard Laws and the Roads You Drive
At first glance, billboards might just seem like massive posters along the road, but there are many intricacies involved in their installation. These regulations encompass everything from alcohol and tobacco ad restrictions to regulations governing electronic billboards and zoning laws that dictate their placement.
The next time you glance at a billboard while you’re out and about, you may see it differently. Instead of a simple advertisement, take a moment to appreciate it as a tribute to the complexities that shape the world around you.
